During an extensive interview with Mississippi State University researcher Grady Dixon, we learned that he had recently published a paper disputing the boundaries of “Tornado Alley.” Pegging our promotion of the study to the start of tornado season, Gehrung Associates contacted USA Today reporter Doyle Rice, who wrote a feature article summarizing Dixon's findings. After the USA Today story appeared, we pitched the study more broadly, resulting in additional coverage in The Wall Street Journal, The Christian Science Monitor, CNN, The Associated Press, MSNBC, and countless others.